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“It depends...” is one of the most annoying answers ever - but sometimes, there’s just not enough background information to give feedback that’s actually useful.

What are the must-haves and nice-to-haves for you when you’re reviewing a landing page, if any?

(For me, the must-haves are:

  • Previous step - for message-matching
  • Visitors’ stage of awareness as they arrive on the page & by the time they get to the end of the page - message-matching + on-page copy
  • Next step - what happens next & what to expect - also message-matching + ways to optimize CTA

Nice-to-haves are… hard. For me it’s a “Give me all the background info I could possible lay my hands on.”)

Thanks for this post @Ekaterina_Howard! I’m actually going to move into the Marketing Hub → Landing Page Review category to allow all members to view and reply 👍 

That’s a good question @Ekaterina_Howard !

 

Usually, the first thing i ask is “what’s your goal ?” and it’s quite linked with your must-haves !

Great question!

We’ve actually developed a framework after having done over 1000+ landing page audits in the past 5 years that works quite well for this.

It’s outlined below, but here’s a visual representation of what we evaluate a landing page by:

 

 

Message Clarity: Make your messaging clear and easy to understand

Offer Relevance: Create an offer that solves a relevant problem

Design and Affinity: Use the elements of design to keep people engaged

Social Influence: Showcase how your offer is already working for others

Security and Trust: Use elements of security and trust to reduce risk

Unique Advantage: Position your offer so it stands out from other options

Call to Action: Guide people to the most important next step

Interaction: Ensure that pages and apps are easy to interact with

Speed: Ensure that pages and apps load fast

Display: Ensure proper formatting across device types and screen sizes

 

If anyone has any questions about any of this, happy to answer them.

1000+ landing page audits is IMPRESSIVE @Nicholas 👏

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